NFL ON LOCATION
DRIVE SUPER BOWL TICKET-PACKAGE SALES FOR HIGH-NET-WORTH INDIVIDUALS— IN JUST THREE MONTHS.
WE DEVELOPED A THREE-PHASE CAMPAIGN TO POSITION THE NFL ON LOCATION EVENTS AS AN UNFORGETTABLE EXPERIENCE.
In phase one we segmented our audience into three categories, driving our content creation:
• Business All-Stars: C-Suite individuals seeking luxury experiences
• Legends: Social climbers wanting to say they’ve done things
• Gift Givers: Individuals looking to splurge on holiday gifts
In phase two, we designed a distribution strategy that refined itself with each playoff win. We optimized content, targets, and rode the excitement of the playoffs euphoria.
When phase three rolled around, we’d been hyper-targeting Atlanta and New England fans on social for over two months. In the two weeks leading to the Bowl, we put out a final push to drive purchases.
(2:1 return from media spend on ticket sales).